Figure 2
Percentage of fundraisers reporting success over time:
Internet, email, corporate gifts, telephone and special events
December of each year

100

80

Internet Email Corporate gifts Telephone Special events

Percentage

40 60

20

0

1998 1999 2000 2001 2002 2003 2004 Source: Center on Philanthropy, 2008 Philanthropic Giving Index

2005 2006 2007 2008

 

The survey also showed that the percentage of organizations raising more money using major gifts, traditionally one of the strongest and most resilient methods of fundraising, fell from 63 percent in 2007 to 43 percent in 2008. Every fundraising technique but one that was measured (direct mail, telemarketing, major gifts, planned giving, special events, and corporate/ foundation grants) saw significant decreases compared to 2007. Direct mail success was reported by 38 percent of the organizations, down from 51 percent in 2007.

The only type of fundraising where a majority of respondents reported raising more funds in 2008 compared to 2007 was online solicitations. However,

online fundraising typically accounts for a very small percentage of overall charitable revenue, so this outcome had a very minor impact on total fundraising.

Studies examine 2008 results
for direct marketing and online
fundraising
Two providers of fundraising and
analysis services issue annual reports
based on fundraising results among
their clients. The Target Analytics
study compared direct response mail
and Internet fundraising for some of
the nation’s largest charities, and the
Convio study looked at online giving
for a mix of organizations using its
web-hosting and gift processing services.
Key findings from each study for 2008
are summarized.